escherman What has ever done
for PR? (again)
Thursday, 26th May 2011Presenter: Andrew Bruce Smith
Wednesday, 15 June 2011
Wednesday, 15 June 2011
“Data beats opinion”
PR too often driven by untested assumptions and wonky metrics
Google aims high. Nothing is impossible.
Google has a “culture of failure”
Wednesday, 15 June 2011
A database of intentions
Doubleclick Ad PlannerGoogle Trends and Insights
Google Keyword ToolGoogle Analytics
Wednesday, 15 June 2011
Traditional PR planning?
Wednesday, 15 June 2011
Traditional PR approach
Define audienceCreate messagingDo PRAnalyse CoverageReport(Post campaign survey?)
Wednesday, 15 June 2011
What do we really know about our target audiences?
Wednesday, 15 June 2011
Define Audience: Doubleclick Ad Planner
Wednesday, 15 June 2011
Messaging and content:Google Keyword Tool, Google Insights
Wednesday, 15 June 2011
Google Analytics: goals, tagging, custom variables
Wednesday, 15 June 2011
<script type="text/javascript">
var _gaq = _gaq || [;
_gaq.push(['_setAccount', 'UA-19194157-1']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
Wednesday, 15 June 2011
Wednesday, 15 June 2011
Wednesday, 15 June 2011
_setCustomVar(index, name, value, opt_scope)
Wednesday, 15 June 2011
http://www.cipr.co.uk/?utm_source=Sourcewire&utm_medium=Press
%2Brelease&utm_term=Google&utm_content=May%2B26th&utm_campaign=Social%2BSummer
Wednesday, 15 June 2011
The future: multi-channel funnels
Wednesday, 15 June 2011
ENDWednesday, 15 June 2011